In the real estate market, having a strong online presence is more important than ever. With most homebuyers beginning their search on Google, real estate agents must focus on improving their website’s visibility to garner attention. If you’re new to SEO (search engine optimization) or looking for fresh strategies to drive traffic, implementing several actionable best practices can boost your Google rankings.
Showing up at the top of the search results is essential, but how does Google decide who ranks where? It all comes down to how well your website aligns with its search algorithms, and that’s where SEO helps.
Google uses hundreds of factors to determine how a website ranks, but they generally fall into three main categories:
Improving your SEO means optimizing your website for these ranking factors. The better you align with Google’s preferences, the more visible your site will become.
As a real estate agent, this means thinking beyond posting quality listings. There are quite a few steps, such as optimizing your site’s structure, content and technical performance. By taking such actions, you can improve your viability and reach more potential clients.
However, SEO isn’t a quick fix — it’s a long-term investment that pays off in increased traffic, leads and more sales. Therefore, several actionable steps are available that will improve your website’s visibility on Google and ensure your business is front and center for real estate searches in your area.
Reviews are an excellent way to provide potential clients with social proof, but did you know they signal to Google that you’re credible and trustworthy? The search engine uses the quantity and quality of reviews when determining your ranking in local query results. The more positive reviews you have, the more likely you’ll appear in relevant searches.
Google loves user-generated content, and reviews are a key form of this. The more reviews your enterprise has — especially positive ones — the more relevant and authoritative it sees your website as. This increases your chances of appearing in the coveted “Local Pack,” which highlights top enterprises in local searches. Additionally, when potential clients see a high rating next to your real estate venture, they’re more likely to choose you over a competitor with fewer or lower-quality reviews.
In addition to boosting your SEO, reviews are significant in attracting new clients. Research shows 58% of consumers are likely to recommend a company they trust to people they know. This means asking your clients to leave a review could increase word-of-mouth referrals, further amplifying your reach.
The key to encouraging reviews is to make it easy for consumers. After closing a deal or helping someone with their real estate needs, reach out and ask them to share their experience. You can do this by sending a personalized email thanking them and providing a direct link to your Google Business Profile for them to leave a review.
“Incorporating authentic, positive reviews into your ads can set you apart from your competition and show your audience your worth.” – Neil Patel
Content is a major ranking factor for Google. The search engine prioritizes websites with helpful, well-researched information that is relevant to users. High-quality blog posts offer insights that address the concerns and questions of homebuyers and sellers in your market.
Good content matters because it establishes you as a trusted authority in the real estate space. When potential clients find your knowledge useful, they’ll likely stay longer and engage with your content. In turn, Google sees this engagement as a positive signal, further boosting your rankings.
Focus on topics your audience cares about most. to attract visitors and keep them coming back for more insights. Here are a few general content ideas, along with specific examples to get you started:
“Neighborhood guides are a powerful tool for local SEO, creating on-page signals like NAP+W that help Google recognize your business and rank it higher in local search results.” – Jeff Kind, Principal Developer, Jason Fox Real Estate Marketing
In real estate, you may be used to hearing how a website is like a digital business card. Yet, for any card to make a good impression, it must be high quality.
A site that offers a seamless experience for potential clients is key. Google rewards platforms that deliver value by ranking them higher in search results. This means that by improving your website’s quality, you create a better experience for visitors, making your site more attractive to Google’s search algorithms.
When your site is fast, mobile-friendly and easy to navigate, it stands a much better chance of ranking higher in search results. While this will lead to more traffic, it can increase conversions by keeping visitors engaged and on your site longer. A few key strategies for improving your site’s quality include:
Keyword research is a critical aspect of SEO that helps ensure your real estate website ranks for the search terms your potential clients are using. When done effectively, keyword research allows you to tailor your content to match the exact phrases people type into Google. This increases your chances of appearing in search results for relevant queries, driving more organic traffic to your site.
Following this process is especially important because the market is highly localized. It helps to target specific neighborhoods, property types and client needs.
Identifying the right keywords ensures you connect with buyers and sellers precisely when they’re looking for real estate services in your area. Thankfully, several tools are available to help you identify the most relevant and high-traffic keywords:
On-page SEO means optimizing each webpage to help Google understand the content and why it’s relevant to users. This task involves several elements, including strategic keyword placement and proper formatting.
For instance, you can optimize your site by integrating exact key phrases naturally into your content. For example, a homebuyer may be searching for “affordable homes in [City].” Make sure these keywords appear in important places, such as page titles, meta descriptions, headers,and the body of your content. Avoid keyword stuffing, as this can hurt your rankings.
Another thing to consider is the alt text on images. Alt text is a description of the photos on the website — this helps Google give more information about your content. When uploading pictures of listings or local neighborhoods, include descriptive alt text that incorporates keywords.
Local SEO is one of the most powerful strategies for real estate agents to boost visibility. This tactic focuses on optimizing your website to appear in search results for users looking for real estate services in a specific area. Since real estate is local, optimizing your site for regional search terms helps you connect with homebuyers and sellers.
In fact, 69% of home shoppers who take action on a real estate brand website begin their research with a local term. By optimizing for these local keywords, you increase your chances of appearing in front of motivated buyers.
Another way to ensure you appear locally is by setting up a Google Business Profile. You can claim and verify yourself on Google by including all its information, such as address, URL and phone number. Google also favors active profiles, so make sure to upload photos of your listings or office and keep your hours up to date.
“Local SEO can be one of the most powerful tools for building your business’s online presence, especially as a real estate agency. It focuses on targeting a more local demographic, helping you appear in map results and rank higher for area-specific searches, ensuring that potential clients find you before they find your competitors.” – Jason Fox
One of the easiest ways to appear in the search results and target local homebuyers is by registering a custom domain. Many professional real estate agents register their sites using a .realestate domain. These domain names allow you to target specific markets, making it easier for potential clients to find you in local searches.
For example, Lisa Kunkel from Keller Williams Realty in the greater Pittsburgh area used this strategy by creating a domain for her local market — cranberrytownship.realestate. She has stated this localized domain has helped her immensely, resulting in four transactions within her area over the past year.
Increasing your site’s visibility on Google is key to standing out in the real estate market. By following best practices, you’ll set your firm up for success. They’ll be sure to boost your rankings, attract more clients and help you build trust in your community.
Real estate SEO is the practice of optimizing a real estate website to rank higher in search engines like Google. This includes strategies like keyword research, creating high-quality content, improving site speed, and focusing on local SEO to attract more potential clients.
SEO helps real estate agents increase online visibility, attract more qualified leads, and improve trust with potential buyers or sellers. A well-optimized site ensures that agents appear prominently in search results when people look for homes or real estate services.
Reviews are crucial for building credibility and improving local search rankings. Google considers positive client reviews a signal of trustworthiness and authority, which helps real estate agents appear in local search results and the “Google Local Pack.”
Content that addresses the needs of buyers and sellers works best. Examples include neighborhood guides, market insights, home maintenance tips, and property buying advice. High-quality, engaging content improves user experience and boosts rankings.
Agents can improve local SEO by:
The top on-page SEO tips include:
SEO is a long-term strategy. While some improvements (like faster page speeds) show immediate benefits, significant results, such as higher rankings and increased organic traffic, often take 3-6 months or longer, depending on competition and effort.
Yes, keywords remain vital for SEO in 2025. Using relevant and specific phrases that clients search for—such as “affordable homes in [city]”—helps real estate websites rank better in search results. Focus on natural integration, not keyword stuffing.
Hiring an SEO expert can be beneficial, especially for agents who lack the time or expertise to optimize their sites. An SEO specialist can handle keyword research, technical optimization, and content creation to ensure the site ranks competitively.
Helpful tools for real estate SEO include:
Looking for the best platform to build your real estate website? Here's a breakdown of…
Thinking about launching your own real estate site? Discover why WordPress is the smartest way…
Instagram Reels are a powerful tool for real estate agents to showcase listings, share expert…
Broken link building is a powerful yet often overlooked strategy for improving real estate SEO.…
Want to boost your real estate website’s SEO in 2025? Learn how leveraging local directories…
View Comments
Understanding Google rankings is vital for any real estate agent aiming to expand their digital reach. By focusing on SEO fundamentals like relevance, authority, and user experience, agents can build a strong online presence to attract more potential clients.